Hollandsche Waaren

Hollandsche Waaren plays with traditional Dutch symbols and designs to create a new, fresh look. Founder and designer Anne-Marie Jetten is the creative force behind the label Hollandsche Waaren. During her studies at the Sandberg Institute in Amsterdam, she traveled to Japan for a project. There she was confronted with the clichés surrounding her home country: tulips, windmills, wooden shoes, etc. Anne-Marie decided to put the typical souvenir in a new guise. This was the start of Hollandsche Waaren. Today she works from her studio in the old Caballero factory in The Hague, where she draws inspiration from historic Dutch themes and landscapes. With a twist, that is.